Corporate social responsibility and brand performance: Evidence from Ghana

George Kofi Amoako, Kwasi Dartey-Baah, Felicia Naatu, Innocent Senyo Kwasi Acquah, Antoinette Yaa Benewaa Gabrah

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

Despite the burgeoning studies on corporate social responsibility (CSR), little is known about how its three dimensions (i.e., environmental, ethical, and social) influence brand performance. This article examines how corporate social responsibility influences brand performance in Ghana. Results from data collected from 1106 distributing, wholesaling, retailing and vending firms involved in telecommunications activities in Ghana indicate that brand knowledge positively impacts organisational brand value. Additionally, we find that environmental CSR is positively related to brand knowledge and brand loyalty. The study further revealed that ethical CSR has a positive impact on brand knowledge and brand loyalty. Also, social CSR is positively related to brand knowledge and organisational brand value. This study advances our understanding of how CSR dimensions affect brand performance.

Original languageEnglish
Article number101161
JournalJournal of International Management
Volume30
Issue number4
DOIs
Publication statusPublished - Aug 2024

Keywords

  • Brand knowledge
  • Brand loyalty
  • Brand performance
  • CSR
  • Multinationals
  • Organisational brand value

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